Research About Story PSAs

1978，Chinese first modern public service ads water conservation was produced by Guiyangtelevision. Eighteen years later, in1996, the government began to pay attention and managepublic service ads. Under the guidance of the public services，ads reflect Chinese political andeconomic and the development of society.It also play an important role in maintain socialstability.With the development of the productive of human progress and civilization, PSAs appear inmodern society with economic process. It symbolizes the level of social material and spiritual.Itrepresents the mainstream culture. At the same time, PAs is also a measure of a country`sadvertising industry. In addition, with the era of globalization and communication, advertisinghas became a more important part of the country`s soft power and national image. PSAs have alarge ranges of themes like ethical members of society, value judgments, which provide an equalaccess to people with different educational backgrounds, social classes.It`s an invisible force topromote social progress.This study is divided into four chapters. The first chapter is give definition conception ofadvertising, public service ads and stories. The second chapter analyses the current developmentof domestic and foreign public service ads. The third chapter analyses the stories of publicservice advertisement in specific narration and skills. The last chapter is based on the perspectiveof communication, according to Lasswell`s5W mode: say what, in which channel, to whom,with what effects.With the improvement of PSAs, the impact of PSAs story narration to audience frompreaching to moving. Huge consumer groups represent huge space of development. What is storyPSAs? How does the formation of story PSAs narration? How to let this kind of narration toguide audiences`emotion? These issues are waiting to be solved.